THE VAN WESTENDORP PRICE-SENSITIVITY METER AS A DIRECT MEASURE OF WILLINGNESS-TO-PAY

Dennis Kloss, Roland Berger GmbH, Frankfurt am Main, Germany
Marcus Kunter, European University of Applied Sciences Rhein/Erft, Brühl, Germany

Published in

EUROPEAN JOURNAL OF MANAGEMENT
Volume 16, Issue 2, p45-54, June 2016

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